Colgate gathers the best and brightest in the galaxy against the Duke of Decay in this exciting animated short, “Adventures in the Molar System”. Developed by Hecho Studios and produced by LOBO with Guilherme Marcondes as director, the cartoon follows an intrepid young girl, Wilder, as she is recruited by dental hero Dr. Rabbit to join a team of brave kids who’ll rid the Molar System from plaque and cavities, learning proper brushing and flossing techniques in the process.
The film is part of an ambitious global initiative called Bright Smiles, Bright Futures®, an oral health education program developed by Colgate and dental care experts to help kids – especially from underdeveloped countries – learn healthy habits and provide them with accessible dental care.
This project saw Hecho Studios and LOBO joining forces from the get-go, working together throughout the whole pitching process, with a children’s book author assisting with the script and Brazilian animators Birdo Studio contributing their solid experience developing cartoon shows for TV. That, in fact, was the spirit we were looking for: more than a simple advert or educational film, we wanted this piece to feel like a real Saturday morning cartoon – funny, charming and electrifying, with the didactic content delivered organically and unobtrusively.
We love the experience of working with longer formats like this one, which gives us the opportunity to dive deeper into storytelling, character development, world-building and narrative arcs. Yet this 8-minute tour-de-force would not have been possible without our friends at Birdo Studio, with whom LOBO has a long history of amazing collaborations – and this relationship has just reached the next level with the signing of a new business agreement, whereby they’ll be represented in the global market by our NYC office.
It was also a privilege to be able to update the look of Dr. Rabbit, Colgate’s mascot for over 25 years, and to know that our work will be distributed worldwide, dubbed in dozens of languages, potentially impacting and improving the lives of millions of children.